• AmandaClaesensBanner4 WNew

I’m a numbers geek.

My love of maths started at primary school thanks to my teacher Miss Orchard. Her enthusiasm instilled in me a lifelong passion for numbers.   I love spotting patterns and trends whether that’s in a simple number puzzle or with a stack of data in a spreadsheet – give me a sudoku puzzle and I’m very happy!

After a Business Studies degree, I took a temporary job as a telephone interviewer for a local research company. I found that as well as getting to play with numbers all day, I really enjoyed the nature and variety of the work. I went on to find a graduate trainee job with a small research agency in Oxford. I built a solid career foundation and invested 20 years there.  I worked with a range of businesses from media publishers, legal firms and business advisors to local charities, helping them with customer satisfaction studies, employee engagement, new product development and brand tracking projects.

In 2015 the time was right to set up my own consultancy,  I have continued to work with fabulous clients, helping them to gain insights into their customers, employees and their brands.   In 2025 I’ve rebranded to become questions matter.

Why questions matter?

If you are reading this then I suspect you already understand the benefits of market research – speaking to the right people at the right time will enable you to make decisions which will bring you closer to your audience (whether that be customers, employees or prospects).

But this will only happen if the questions you ask are considered, well structured and relevant.

If you ask a rubbish question, you’ll get a rubbish answer.  With the right questions you’ll be able to develop successful products, packages and services that evoke love and loyalty.

I love nothing more than developing a questionnaire which will enable your audience to give you considered, useful feedback – I am your Queen of Questions.

What makes me tick?

My mission is to make your market research meaningful, impactful and fun. It’s why market research matters to me and is my way of spreading the joy and value of numbers in decision-making, planning and discovery.  My five key values in business and in life are …

  • Joy

    I believe you can deliver exceptional results and have fun at the same time.   I appreciate that market research can be seen as dull but I will make your research project an enjoyable experience.

  • Simplicity

    I am a numbers geek, I work with a lot of data, lots of numbers, lots of spreadsheets. I analyse, translate and distil all of this into meaningful and easy-to-understand information, giving you a clear, actionable plan.

  • Integrity

    I always look at both sides of the story in a calm and rational way, all my research is conducted and reported transparently.  You can be sure that your data will be reflecting the truth, giving you answers that you can turn into actions.

  • Social Conscience

    I love working with people who think like me, those who believe that people and the planet are of equal importance to profit.  You CAN make a difference, if lots of people do lots of small things then the impact will be huge.

  • Curiosity

    I love finding out what is happening and why. When we ask the right questions at the right time to the right people you will get high quality, relevant data which helps your business make better decisions.

How I work with you.

AmandaClaesens Desk

I help professionals – from Marketing & Business Consultants to Specialists in Media and B2B Communications to design actionable research projects which will enable you to develop successful products, packages and services that gain clients, loyalty and market share.

I’ll work with you to identify your objectives, translate them into meaningful questions, advise you on the best way to approach your audience, handle the fieldwork and then, most importantly, help you to understand what the answers mean.  I can look after every stage of the project for you, giving you back time to work in your area of expertise and you will have the reassurance that the data will be correct.

I’m a member of the following organisations.

The Market Research Society (MRS) is the UK professional body for research, insight and analytics. They recognise 5,000 individual members and over 500 accredited Company Partners in over 50 countries who are committed to delivering outstanding insight. As the regulator, they promote the highest professional standards throughout the sector via the MRS Code of Conduct. Find out more here

The Information Commissioner’s Office (ICO) is the UK’s independent authority set up to uphold information rights in the public interest, promoting openness by public bodies and data privacy for individuals.  Find out more here

I’m also proud to be a member of the organisations below who provide invaluable support, connections and encouragement for independent businesses.